When you set up your campaigns it is very important to target
the right keywords. Adwords has 3 different match types: broad
match, phrase match and exact match.

Here's what each of those keywords do:Broad match: matches any search that includes all of your keywords in any order.Phrase match: matches any search that includes all of your keywords in the
same order.Exact match: matches your exact keyword.

Many people use just simple broad matching. Exact and phrase
matched keywords have priority over broad match, so if your
competitor uses exact match, and you use broad match, his ad
will be showing instead of yours, because his keyword is more
specific.

To gain an edge over your competition you need to wrap your
keywords for all three possible match types. For example let's
take the keyword: keyword research.

If you have many keywords it can become a nightmare to wrap
all your keywords in square brackets and quotes. Rapid Keyword
saves you time by wrapping your keywords automatically. Paste
your keywords, select the match types you need and you get
your wrapped keyword list almost instantly. Download
a trial version and see for yourself.